The Latest in Marketing with Shawn Byrne: What You Say Matters Most

Marketing is evolving faster than ever, and small businesses are feeling the pressure to adapt. In this episode of Profitability Playbook: The Simple Numbers Podcast, hosts Mike Maxson and Brandon Gray sit down with Shawn Byrne, founder of My Biz Niche, to explore the current state of marketing and what entrepreneurs need to know to stay competitive.

Big News: The First-Ever Simple Numbers Summit

Before diving into marketing insights, the episode opens with an exciting announcement: the inaugural Simple Numbers Summit will take place November 9–11, 2026, in Austin, Texas. This event is designed for business owners who want actionable strategies to drive profitability and growth. Attendees can expect keynote sessions from Greg Crabtree, breakout discussions for deeper learning, and networking opportunities with entrepreneurs and industry experts. There will also be exclusive experiences, including a special breakfast with Greg Crabtree, as well as sponsorship opportunities. Registration is now open at simplenumberssummit.com.

Marketing in 2026: What’s Changed?

The marketing landscape has undergone significant shifts in recent years. Byrne points to artificial intelligence as one of the biggest disruptors. While AI tools promise efficiency and cost savings, they are not a magic bullet. “AI is an efficiency tool, not a full automation tool,” Byrne explains. Businesses still need human expertise to guide strategy and execution, and they should be cautious of gimmicky promises that software can solve everything.

Another major change is the fragmentation of media. Gone are the days when a single channel could dominate. Today, audiences are scattered across TikTok, Instagram, YouTube Shorts, streaming platforms, and traditional media. Each platform has unique demographics and content formats, which means success requires tailoring messaging for each channel rather than relying on a one-size-fits-all approach.

Perhaps the most critical insight Byrne shares is the importance of messaging. “Your messaging is what’s going to differentiate you and what makes you stand out. That’s the most leverage you can create,” he says. Even the most sophisticated campaigns will fail if the message does not resonate. Strong messaging differentiates your brand and drives conversions, while poor messaging undermines everything else.

Agency vs. In-House Marketing

For small businesses, deciding between hiring an in-house marketer or partnering with an agency is a pivotal choice. Byrne argues that agencies often deliver better ROI because they provide access to specialists across multiple channels, strategic planning based on revenue goals, and the ability to scale efforts without the overhead of full-time staff. In contrast, hiring a marketing director can be costly and limiting, especially when that individual lacks execution skills or expertise across diverse platforms. Agencies can help businesses avoid cookie-cutter strategies and craft custom plans that align with their unique needs.

Stealing Market Share in a Flat Economy

With market growth slowing, entrepreneurs must focus on differentiation and strategic investment. Byrne emphasizes that messaging should be the starting point. Define your unique selling proposition and craft benefit-driven statements that resonate with your audience. Your website also plays a critical role as it’s the hub of all marketing efforts. If it is not designed to convert visitors into customers, you are losing opportunities. Finally, marketing is a process of trial and error. Start small, master one channel, and then expand. Use data to refine your approach and improve ROI over time.

What’s Working Right Now

Despite the buzz around AI, traditional and digital tactics remain effective. Search marketing through search engine optimization (SEO) and pay-per-click (PPC) remains a strong driver of growth, offering both long-term visibility and quick wins. Social advertising on platforms like TikTok and Instagram is also delivering results, particularly when campaigns leverage video content and short-form storytelling. Surprisingly, old-school methods such as direct mail and grassroots outreach are making a comeback. Byrne shares an example of a home services company that generated 70% of its leads from simple flyer drops, serving as a reminder that sometimes the simplest strategies can outperform digital.

Key Takeaways

Chasing trends will not lead to marketing success, but clarity, consistency, and creativity will. Whether you are leveraging AI or sticking to tried-and-true methods, success starts with understanding your audience and speaking their language. Your website should serve as the foundation of your marketing strategy, and diversifying across channels will help reduce your reliance on referrals or single sources of revenue. Above all, keep testing, refining, and scaling. Marketing is a long game.

Ready to combine your marketing efforts with financial strategies to drive sustainable growth? At Simple Numbers, we help business owners drive measurable profitability. Contact us today.